NEW YORK – April 10, 2017 – Today, L’Oréal USA announced the 2017 U.S. winners of the company’s annual global business competition, Brandstorm. For 25 years, Brandstorm has offered undergraduate and master’s students the opportunity to develop and conceptualize a marketing campaign for one of L’Oréal’s iconic brands and present to a jury of top L’Oréal executives. This year, L’Oréal USA expanded the program to include two challenges: a Brand Challenge to address new product development and marketing innovation; and a Tech Challenge to address new applications of technology, including connected devices, machines, software or hardware. The U.S. National winners for the Brand Challenge hail from Howard University; students from the University of California – Berkeley won the Tech Challenge.
The U.S. National Finals took place on April 7 in New York City, where eight teams from Harvard University, Babson College, California State University – Long Beach, Drexel University, Howard University, University of Texas at Austin, and University of California – Berkeley competed for the chance to become one of nine representatives from across the Americas (Canada, Central America, South America, and the U.S.) at the Brandstorm World Finals, in Paris on June 15, 2017.
This year’s competition focused on the L’Oréal Paris Men Expert product line. Students were challenged to create a complete consumer experience to recruit millennial customers either through a new portfolio product or new technology-centric application. The three-person teams studied current market trends, analyzed brand performance and conducted a competitive analysis to develop their recommendations. Additionally, students worked with New York City-based advertising agency, Bolds Creative, to bring their design, animation and digital concepts to life. L’Oréal executives and brand marketing coaches advised the teams on their ideas and how to translate those into great consumer experiences.
“The new Tech Challenge element of Brandstorm reflects our commitment to digital innovation across our entire company,” says Sumita Banerjee, SVP, Talent Acquisition, L’Oréal Americas. “We are thrilled that students are breaking new ground and developing creative technology solutions for real-life business challenges. Their talent inspires us to drive the future of beauty forward.”
Over the last 25 years, L’Oréal has offered more than 95,000 students worldwide from more than 58 different countries the chance to work directly with top executives in marketing and advertising to gain hands-on work experience and mentorship from industry leaders.
For more information, visit www.brandstorm.loreal.com.
ABOUT L’ORÉAL USA
L'Oréal USA is the largest subsidiary of the L'Oréal Group, the world’s leading beauty company. L’Oréal USA manages a portfolio of more than 30 iconic beauty brands, including Garnier, Giorgio Armani Beauty, Kérastase, Lancôme, La Roche-Posay, L’Oréal Paris and Yves Saint Laurent Beauté. L’Oréal USA also serves as the international hub for the product development and marketing strategy for L’Oréal’s 18 American brands: Baxter of California, Carol’s Daughter, Clarisonic, Dermablend, Essie, IT Cosmetics, Kiehl’s, Matrix, Maybelline New York, Mizani, NYX Professional Makeup, Pureology, Ralph Lauren Fragrances, Redken, Softsheen-Carson, SkinCeuticals and Urban Decay. Generating more than $6 billion in sales annually, L’Oréal USA is committed to growth through sustainable innovation, driven by the company’s Sharing Beauty With All ambition for sustainable development across the Group’s value chain. The company is headquartered in New York City, employs more than 11,000 people, and operates administrative, research, manufacturing and distribution facilities across 14 states, including Arkansas, California, Florida, Kentucky, New Jersey, Ohio, Texas and Washington. For more information, visit www.lorealusa.com or follow us on Twitter, Facebook and Instagram @LOrealUSA.